Matas Pocius - Lietuvos el. pašto rinkodaros tyrimas 2018. Vis dar trypčiojame?
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El. pašto kanalas pasaulyje pripažintas kaip vienas iš TOP kanalų, generuojančių srautą bei konversijas el. parduotuvėms. Natūraliai kyla klausimas „kaip mes jį išnaudojame Lietuvoje?“. Todėl šiais metais ir vėl atlikome „Lietuvos el. pašto rinkodaros tyrimą“. Apžvelgsime ir atsakysime: Ar rinkos dalyviai vis dar siunčia tik naujienlaiškius ir nepagalvoja apie automatinius laiškus? Kaip surenkami el. pašto adresai ir kokios priemonės populiariausios? Kaip keitėsi el. parduotuvės ir jų veiksmai po BDAR įsigaliojimo? Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Matas Pocius - Lietuvos el. pašto rinkodaros tyrimas 2018. Vis dar trypčiojame?
- 1. Lietuvos el.pašto rinkodaros tyrimas 2018. Vis dar trypčiojame? Matas Pocius | El. pašto rinkodaros skyriaus vadovas @ NFQ Technologies | 2019-03-19
- 3. NFQ MISSION “Setting the standard for what's possible”
- 4. AGENDA • Email marketing worldwide overview; • Review of LT e-commerce email marketing research 2018; • Few bloopers and summary.
- 5. QUESTION TO THE AUDIENCE Who thinks that email marketing is TOP 3 channel in terms of ROI?
- 6. How do you rate the following channels or disciplines in terms of ROI? 2018 Email Marketing Industry Census by EconsultancyRespondents: 402 WHERE DO EMAIL MARKETING STANDS? Clients perspective
- 7. WHERE DO EMAIL MARKETIN G STANDS? Clients perspective How do you rate the following channels or disciplines in terms of ROI? Respondents: 402 74% 70% 62% 2018 Email Marketing Industry Census by
- 8. WHERE DO EMAIL MARKETIN G STANDS? Agency perspective How do your clients typically rate the following channels or disciplines in terms of ROI? Respondents: 166 79% (+5) 65% (-5) 68% (+6) 2018 Email Marketing Industry Census by
- 9. EMAIL MARKETIN G performance Average proportion of total marketing budgets email accounts for vs. average proportion of sales attributed to the email marketing channel 2018 Email Marketing Industry CensusRespondents: 166
- 10. EMAIL MARKETIN G performance Average proportion of total marketing budgets email accounts for vs. average proportion of sales attributed to the email marketing channel 2018 Email Marketing Industry CensusRespondents: 166 E.g. Marketing budget 1000 Eur Email marketing cost 190 Eur Total sales generated 10000 Eur Email marketing generated 2300 Eur
- 11. EMAIL MARKETIN G performance Average proportion of total marketing budgets email accounts for vs. average proportion of sales attributed to the email marketing channel 2018 Email Marketing Industry CensusRespondents: 166 E.g. Marketing budget 1000 Eur Email marketing cost 190 Eur Total sales generated 10000 Eur Email marketing generated 2300 Eur
- 12. EMAIL MARKETIN G performance Average proportion of total marketing budgets email accounts for vs. average proportion of sales attributed to the email marketing channel 2018 Email Marketing Industry CensusRespondents: 166 E.g. Marketing budget 1000 Eur Email marketing cost 190 Eur Total sales generated 10000 Eur Email marketing generated 2300 Eur CASL
- 13. 93% 91% 83% 72% 77% 77% 78% 78% 74% 67% 78% 70% 7% 9% 17% 28% 23% 23% 22% 22% 26% 33% 22% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3 4 5 6 7 8 9 10 11 12 1 2 Campaigns Automation2015 2016 Campaign orders vs Automation orders by month 2016 Omnisend
- 14. Campaign orders vs Automation orders by month 64% 61% 60% 62% 60% 56% 60% 62% 59% 58% 69% 61% 36% 40% 40% 39% 40% 44% 40% 38% 41% 42% 31% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 Campaigns Automation2018 2018 Omnisend
- 15. INNOVATING WITH EMAIL MARKETING How do you intend to innovate with email in 2018? 2018 Email Marketing Industry Census by Econsultancy
- 16. INNOVATING WITH EMAIL MARKETING How do you intend to innovate with email in 2018? 2018 Email Marketing Industry Census by Econsultancy
- 17. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE • carried out in Q4 of 2018; • 223 e-commerce projects and e-shops were researched*; • the most used signup forms (GDPR proofed) and automations were analysed. * TOP e-shops in Lithuania by webconsulting.lt, vz.lt & others
- 18. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 Signup forms
- 20. SIGNUP FORMS Popup Average Signup Rate 3% Omnisend Email Marketing statistics 2018
- 22. SIGNUP FORMS Signup Box Average Signup Rate 1,3% Omnisend Email Marketing statistics 2018
- 24. SIGNUP FORMS Static Opt-in Form Average Signup Rate <0,1% Omnisend Email Marketing statistics
- 25. SIGNUP FORMS Static Opt-in Form Average Signup Rate <0,1% Omnisend Email Marketing statistics
- 26. SIGNUP FORMS Static Opt-in Form Average Signup Rate <0,1% Omnisend Email Marketing statistics
- 27. WHICH WAS USED THE MOST IN 2018? IN LITHUANIA Researched: 223 OR OR Static Opt-in Form Average Signup Rate <0,1% Omnisend Email Marketing statistics 2018 Signup Box Average Signup Rate 1,3% Omnisend Email Marketing statistics 2018 Popup Average Signup Rate 3% Omnisend Email Marketing statistics 2018
- 28. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE 65.07% 6.11% 10.92% 65.07% 8.73% 11.79% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Statinė forma Juostelė Popup 2017 2018 Signup Box Static Opt-in form Signup forms Researched: 223 Popup
- 29. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE 65.07% 6.11% 10.92% 65.07% 8.73% 11.79% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Statinė forma Juostelė Popup 2017 2018 -0,87 % -2,62 % 0 % Signup Box Static Opt-in form Signup forms Researched: 223 Popup
- 30. SIGNUP FORMS Signup Box usage drops -2,62% (2017 vs. 2018) WHY?
- 31. SIGNUP FORMS Signup Box usage drops -2,62% (2017 vs. 2018) WHY?
- 32. SIGNUP FORMS Signup Box usage drops -2,62% (2017 vs. 2018) WHY?
- 33. SIGNUP FORMS Popup usage drops -0,87% (2017 vs. 2018) WHY?
- 34. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 Automation
- 35. Automation Cart recovery Average Order Rate 2,39% Omnisend Email Marketing statistics 2018
- 36. Automation Cart recovery series Average Order Rate 3,48% Omnisend Email Marketing statistics 2018
- 37. Automation Welcome Average Order Rate 1,58% Omnisend Email Marketing statistics 2018
- 38. Automation Welcome series Average Order Rate 2,05% Omnisend Email Marketing statistics 2018
- 39. WHICH WAS MORE USED IN 2018? IN LITHUANIA Researched: 223 Cart recovery Average Order Rate 2,39% Omnisend Email Marketing statistics 2018 Welcome Average Order Rate 1,58% Omnisend Email Marketing statistics 2018 OR
- 40. 23.58% 1.75% 20.08% 8.73% 23.58% 0% 19.21% 3.49% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Welcome Welcome series Cart recovery Cart recovery series 2017 2018 EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Automations Researched: 223
- 41. 23.58% 1.75% 20.08% 8.73% 23.58% 0% 19.21% 3.49% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Welcome Welcome series Cart recovery Cart recovery series 2017 2018 +5,24 % +0,87 % +1,75 % 0 % EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Automations Researched: 223
- 42. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Automations LT vs. Econsultancy research 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Welcome Cart Recovery 2018 LT US / EU
- 43. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Automations LT vs. Econsultancy research 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Welcome Cart Recovery 2018 LT US / EU -22 % (LT) -6 % (LT)
- 44. Campaign orders vs Automation orders by month 64% 61% 60% 62% 60% 56% 60% 62% 59% 58% 69% 61% 36% 40% 40% 39% 40% 44% 40% 38% 41% 42% 31% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 Campaigns Automation2018 2018 Omnisend
- 45. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 59% 24% 5% 4% 1% 7% 0% 10% 20% 30% 40% 50% 60% 70% 0 [0,2] [2,3] [3,5] [5,7] 7+ Promo campaigns send per week
- 46. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 59% 24% 5% 4% 1% 7% 0% 10% 20% 30% 40% 50% 60% 70% 0 [0,2] [2,3] [3,5] [5,7] 7+ Promo campaigns send per week
- 47. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 59% 24% 5% 4% 1% 7% 0% 10% 20% 30% 40% 50% 60% 70% 0 [0,2] [2,3] [3,5] [5,7] 7+ Promo campaigns send per week 18%
- 48. EMAIL MARKETING RESEARCH 2018 LT E-COMMERCE Researched: 223 Only 10% Uses Welcome, Cart Recovery emails and sends promo campaigns
- 49. 51.97% 10.48% 37.55% Prenumeratos galimybė yra Prenumeratos galimybė su iš anksto pažymėtu sutikimu Prenumeratos galimybės nėra Opt-in Prefilled opt-in checbox No newsletter subscription NEWSLETTER SUBSCRIPTION IN CHECKOUT GDPR COMPLIANCE
- 50. 51.97% 10.48% 37.55% Prenumeratos galimybė yra Prenumeratos galimybė su iš anksto pažymėtu sutikimu Prenumeratos galimybės nėra NEWSLETTER SUBSCRIPTION IN CHECKOUT Opt-in Prefilled opt-in checkbox No newsletter subscription GDPR COMPLIANCE
- 51. 51.97% 10.48% 37.55% Prenumeratos galimybė yra Prenumeratos galimybė su iš anksto pažymėtu sutikimu Prenumeratos galimybės nėra Opt-in Prefilled opt-in checbox No newsletter subscription NEWSLETTER SUBSCRIPTION IN CHECKOUT GDPR COMPLIANCE
- 52. BLOOPERS
- 53. BLOOPERS
- 54. BLOOPERS
- 56. SERIOUS STUFF Inconsistency Welcome Average Order Rate 1,58% Omnisend Email Marketing statistics 2018
- 57. SERIOUS STUFF Inconsistency Welcome Average Order Rate 1,58% Omnisend Email Marketing statistics 2018
- 58. Welcome Average Order Rate 1,58% Omnisend Email Marketing statistics 2018 SERIOUS STUFF Inconsistency
- 61. SUMMARY • Unify transactional, automated email and newsletter style to get better results.
- 62. SUMMARY • Unify transactional, automated email and newsletter style to get better results. • Wisely set up signup forms to build your subscriber list.
- 63. SUMMARY • Unify transactional, automated email and newsletter style to get better results. • Wisely set up signup forms to build your subscriber list. • Use automation to get EXTRA sales.
Notas del editor
- Sveiki, esu Matas iš NFQ Techonologies ir šiandien jums pristatysiu el. pašto rinkodaros situaciją Lietuvos el. komercijos projektuose ir el. parduotuvėse. Visi kartu sužinosime kodėl tik 10% iš šių projektų džiaugiasi el. pašto rinkodaros privalumais. O visi kiti vis dar trypčioja.
- Sveiki, Esu Matas Pocius iš NFQ. Jau penkioliktus metus profesinėje veikloje kas dieną dirbu su naujienlaiškiais.
- Šioje vietoje noriu stabtelėti ir pasidalinti įkvepiančia NFQ misija – kelti kartelę kuo aukščiau, kur tik įmanoma. Kad ta ispildyti mums labai svarbu Dometis, kas vyksta pasaulyje Analizuojame, ir gilintis kuo gyvena musu klientai. Ne veltui dejau sias skaidres Neisnaudoja puikaus kanalo ir del to akcentuoti misija…zinome standartus, suzinojome situacija…
- Pradžiai susivienodinkime supratimą apie el. pašto rinkodarą. didžiausio pasaulyje skaitmeninio marketingo ir e-komercijos mokymų organizatoriaus „Econsultancy“Jau 12 metus daromas Email Marketing Industry Census tyrimas Europos ir šiaurės amerikoje. Pristatymo tiksla – prabegimas ka darysim, palyginsim praejusiu metu. Kad suzinoti nuo ko prasidejo viskas
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